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ILLUSTRATION… Brett Blair 1999

The Chevy Nova was a relatively successful American car for many years. Encouraged by U.S. sales, Chevrolet began to market the American Nova throughout the world. Unfortunately, the Nova did not sell well in Mexico and other Latin American countries. Additional ads were ordered, marketing efforts were stepped up, but sales remained stagnant. Sales directors were baffled. The car had sold well in the American market; why wasn’t it selling now? When they discovered the answer, it was rather embarrassing: In Spanish, Nova means “no go” (James Emery White, Rethinking The Church, Baker, 1998, p. 38.). No one had bothered to ask questions or do research.

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